Global Interactive Gaming has signed up Mindhouse to help implement their SportXction play by play betting system for interactive television.

UK interactive television systems developer Mindhouse has been contracted to assist with the creative design, application development and testing.

The project, destined to be used by a leading broadcaster, is scheduled for completion late this summer following final integration and testing.

London based Global Interactive Gaming Limited is a subsidiary of Interactive Systems Worldwide.

“Mindhouse brings an established record of successful performance in launching interactive television services,” said ISWI president Bernard Albanese. “Their inclusion in our team provides additional technical competence and specific experience, and further ensures success.”

SportXction is a patented real-time betting system which allows a user to make play by play wagers on a sporting event while play is in progress. The system automates the odds dynamically using artificial intelligence augmented with live statistics. The company says the system can be used with virtually any sport.

GIG’s partners include the BSkyB Sky Bet service as well as several online betting properties.